Customer Experience Email Marketing (CX Email Marketing) is a balanced approach to email marketing in which brands achieve their goals and objectives by helping customers achieve theirs. It shouldn’t be a radical notion, but a quick glance through the inbox will reveal message after message fails to ask one simple question: “How can we help you today?” Join this webinar to: - Discover how Retail and Travel brands are currently faring with each CX Email Marketing pillar: Helpfulness, Personalisation & Customer-focused - Learn how to leverage the three pillars of CX Email Marketing & deliver more engaging and valuable emails - Be inspired by some great case studies of emails that are delivering RealTime Customer Email Experiences well Based on the joint Holistic Email Marketing & Liveclicker Research Report: Customer Experience Email Marketing: Getting Ahead of the Consumer Webinar: https://www.holisticemailmarketing.com/in-person/email-marketing-events/holistic-live-connect/webinar-customer-experience-email-marketing-getting-ahead-of-the-consumer/ Report: https://www.holisticemailmarketing.com/insights/customer-experience-report/

1. Copyright 2018 Holistic Email MarketingCopyright 2018 Holistic Email Marketing
Customer Experience Email Marketing:
Getting Ahead of the Consumer

2. Dave Holland
Regional Director
Liveclicker
Kath Pay
Founder & Senior
Consultant
Holistic Email Marketing

3. SPORTS
Liveclicker global clients
AUTO
TRAVEL
NON PROFIT MEDIA
TELCO
FINANCE
HEALTH / PHARMA / SERVICES / B2B
CONSUMER
RETAIL

5. @Liveclicker
@KathPay
@HolisticEmail

6. Kath Pay
CEO, Holistic Email Marketing
Shhh…the
Secret to
Increased
Engagement

7. Copyright 2018 Holistic Email Marketing
Ever feel like doing this?

8. Delivered
to Inbox
Convert to
Open
Convert to
Click
Convert to
Objective
Copyright 2018 Holistic Email Marketing
ISP’s Success Metrics Brand’s Success Metrics
4 Steps to Success

9. Metrics that ISP’s like for deliverability:
Opens
Forwards
Replies
Move from spam folder to inbox
Copyright 2018 Holistic Email Marketing

10. ISP’s & Brand’s Success Metrics
are NOT the same
Deliverability
Brand
Copyright 2018 Holistic Email Marketing
=
=
Engagement
Conversions

11. Sometimes it feels like a Catch-22
situation
A Reminder: Items Saved in Your Cart – Shop Now for an
Extra 10% off
B Come back and Save an Extra 10%
Copyright 2018 Holistic Email Marketing
A won with an increased total orders by 21% and revenue by
35%, even though A had a 10.5% lower open rate than B.
(Sent 50/50 split test over 4 weeks to abandoners)

12. Copyright 2018 Holistic Email Marketing
So what do we optimise for?

13. Ready for the secret?
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We optimise for the customer!

14. Customer Experience
Email Marketing
Copyright 2018 Holistic Email Marketing

15. 3 pillars of CX Email Marketing
1. Helpfulness
2. Personalisation
3. Customer-focused
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16. We measured the Read Rates to gauge engagement
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www.edatasource.com

17. Helpfulness
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18. Helpfulness example
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19. Personalisation
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20. Personalisation example
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21. Customer-focused
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22. Copyright 2018 Holistic Email Marketing
Customer-focus example

23. Helpful, Personalized &
Customer-focused emails
increase read rates
67% of brands with emails that scored over
their average score, achieved higher read
rates than those who scored lower than the
average.
The increase in read-rate ranged from
between 102% and 468%!!!
Copyright 2018 Holistic Email Marketing

24. Customer Experience Email Marketing
delivers both improved engagement and
conversions
Delivered
to Inbox
Convert to
Open
Convert to
Click
Convert to
Objective
Copyright 2018 Holistic Email Marketing
ISP’s Metrics Brand’s Metrics
Customer Experience Email Marketing

25. Takeaways
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26. Be Helpful
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27. Be Personalised
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28. Be Customer-focused
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29. Win/Win
We help the customer to meet their objective,
which, by default, helps us to meet our objectives.
Copyright 2018 Holistic Email Marketing

30. Real-Time Customer
Email Experiences
October 24, 2018
30

31. OBJECTIVES & CHALLENGES
• Transform fundraising and
stewardship efforts
• Find innovative ways to create more
engaging email content
• Generate the donation results MS
Society was looking for
Multiple Sclerosis Society Embeds Video in Email...
SOLUTION
• Create an interactive video for the annual
“Christmas Appeal” holiday campaign, that
highlighted the most compelling reasons to
contribute and concluded with a “donate now”
CTA.
• Embed the video in email using Liveclicker’s
LiveVideo capability.

32. RESULTS
• A 75% uplift in donations over last
year’s email campaign
• One of the best email-led campaigns
MS Society has conducted in recent
years
• Reduced the need for a greater
dependency on external channels
such as paid advertising
...and Increases Donations

33. OBJECTIVES & CHALLENGES
• Fierce competition in the fast-paced fashion industry
necessitates differentiation and to inspire customers to act
• Increase total sales in men’s sports and sportswear
• Quickly capture consumer attention with cross-promotions
related to sports and body supplements
Trendyol Personalizes the Email Experience...
SOLUTION
• Use RealTime Email to personalize email
communications and make sure recipients receive the
messages that are most relevant to them
• Create an offer for a football jersey using LiveImage to
superimpose the recipient’s name on it.

34. RESULTS
The eye-catching creative paid off. It received a lot of
positive feedback and significantly increased campaign
results over the version without the personalization:
• 30% lift in click-through rates
• 62% lift in response rates
• 130% lift in conversion rates
This success has also empowered the marketing team to
be more creative and design new personalized
campaigns to continue to capitalize on its success.
…and Inspires Purchases

35. SOLUTION
• Implement a kinetic design element - a light switch - to
illuminate the glow-in-the-dark effect
• Enabled users to experience TOMS’ shoes in real life
while engaging with the brand without having to click
through to the website
TOMS Entertains and Informs...
OBJECTIVES & CHALLENGES
• Stand out in the inbox and vary routine message
• Leverage Halloween to feature a unique, glow-in-the-dark
shoe that naturally aligns with the holiday
• Increase engagement for emails promoting only one
shoe type

36. RESULTS
• Recipients were 5x more likely to engage with the
interactive creative treatment vs. the static version
• In some regions customers were 70% more likely
to read the kinetic version thoroughly
• Lower unsubscribe rates
• Subscribers preferred to click the switch instead
of “mousing over it,” helping to deliver guidance
for future kinetic
design creatives
...to Spark Engagement
OFF STATE ON STATE

37. C
SOLUTION
• Build excitement, promote Dunhill’s
participation with LiveVideo trailer
• Announce live event with countdown clock
• Live stream the video in email
• Post-show: include a recording, product images
and CTA to click for more highlights
Dunhill Streams Live Fashion Show in Email...
OBJECTIVES & CHALLENGES
• Generate anticipation & interest in Paris Fashion
Week’s Men’s Fashion Show
• Give audience a real-time look at the live event
and latest fashions
• Overcome execution obstacles

38. RESULTS
• Perfectly aligned with brand image, emails produce
sales
• 17% increase in unique clicks over a previous
show-promotion campaign
• 35% increase in total reach
• A 3% click rate—triple that of a
competitive brand
• 51% improvement in unsubscription rates
… and Delivers an Impressive, Engaging Experience
The effort required to produce the campaign was minimal, but
the results were significant. We will continue to partner with
Liveclicker to build even
more engaging email experiences for our customers.
“ ”

39. SOLUTION
• Personalized pre-travel email provides customers
with helpful trip details and related product
information:
• Destination, departure date, ticket number
• Link to manage booking
• LiveForecast
• Things to remember
• Onboard wifi/entertainment system info
National Express Presents the Ultimate CX Email...
OBJECTIVES & CHALLENGES
• Create a personalized pre-travel customer experience that
surprises and delights travelers
• Help travelers make the most of their travel experience,
ensure success with proper preparation
• Instill confidence in the brand

40. RESULTS
• Scored a 9/9 on Holistic Email
Marketing’s Rating System and
delivered higher engagement results
• Duration of Open = 16.5 secs, nearly
twice as long as quarterly
LiveForecast benchmark of 9
seconds
…and Keeps the Customer Longer

41. SOLUTION
• Custom image-based LivePoll built around
launch of new collection to see which style
appealed to each customer
Moncler Builds User Profiles
OBJECTIVES & CHALLENGES
• Gather preference data for future targeting
• Create excitement for new collection
RESULTS
• 7,125 votes, a 8.8% click-to-open ratio
• Able to build user profile and account for it in future
email marketing

42. KEY TAKEAWAYS

43. Data: The Building Blocks of Mass Personalization
Preference Data Behavioral Data Open Time
Data
Live Business
Context Data

44. With access to data at the
moment-of-open, marketers can:
• Personalize and engage users, simply and at scale
• Test innovations in contextual marketing to drive
customer engagement, loyalty and sales
• Deliver rich, differentiated experiences in a proven
channel
• Make the customer feel the email was crafted just
for them
Delivering CX email marketing doesn’t have to be hard

45. Download the
report at:
bit.ly/2ymmFhc
Copyright 2018 Holistic Email Marketing

46. Copyright 2018 Holistic Email Marketing